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More income equals more coupons?

By Crissinda Ponder ·
Wednesday, July 31, 2013
Posted: 10 am ET

It turns out low-income earners aren't always the main bargain hunters.

When shopping online, consumers with higher incomes search for deals more than those with less money, according to a new survey by consumer savings website

Seventy-four percent of online shoppers with annual incomes of $75,000 or more use coupons and promotional codes at least sometimes when shopping. This is compared to 71 percent of those earning between $50,000 and $74,999 annually; 65 percent of those earning between $35,000 and $49,999; and 59 percent of those earning less than $35,000.

"Just because a person makes a higher income doesn’t mean they are any less interested in saving money when shopping," says Regina Novickis, consumer savings expert for

The survey also found that the more educated a consumer is, the more likely he will use online coupons. Of the college-educated online shoppers, 73 percent use coupons at least sometimes, while 65 percent of shoppers with a high school diploma at most report the same.

Although the survey focused exclusively on online shopping, Novickis predicts that the trends in online coupon use may translate to in-store shopping.

"… As consumers become savvier shoppers and with continued infiltration of smartphones, there will be a growth in comparison shopping while in store," she says.

The survey was conducted by Harris Interactive on behalf of, and is the first part of a three-part series on consumer behavior related to online coupons. This survey's results are based on a sample of 2,085 adults age 18 and older. Forthcoming data will focus on family size, gender and marital status, among other demographics.

How often do you use promotional codes when shopping online?

Follow me on Twitter @CrissiPonder.

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1 Comment
sharon vargas
August 21, 2013 at 11:36 pm

I use onlinecoupons and use he free shipping and I use promotion codes, if something isn't write I get free shipping back to co.